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DALLAS-Five months after first approaching officials with the Encore Media Group, The Richards Group here was assigned creative development work last week for the client’s Starz!, Encore and Movieplex cable television and satellite networks.
Work for the Englewood, Colo.-based movie networks provider begins in January in both television and radio, under the auspices of Richards creative group head Kevin Swisher and account director David Hall. Creative strategy calls for branding the “all-movie” formats of lower-priced Starz! and Encore against the special-event and series programming offered by first-tier pay channels like Home Box Office and Showtime-although lapsed premium subscribers will be the main target of the work.
“Richards came in and had something we thought had a lot of merit, and it challenged us about what we were doing” image-wise, said Encore Media Group’s Mike Hale, senior vice president of marketing and business development.
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